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All Journal Indo Green Journal Indo Green Journal ANTHOR: Education and Learning Journal
Andrian Sah
Universitas Yapis Papua, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Analisis Proses Pengambilan Keputusan Pemasaran Digital pada Pelaku UMKM di Papua Jusmawati Jusmawati; Siti Nurhayati; Andrian Sah
Indo Green Journal Vol. 4 No. 2 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i2.217

Abstract

This study aims to analyze the digital marketing decision-making process of MSME actors in Papua and identify factors influencing their marketing strategies. A qualitative case study approach was employed, combining semi-structured interviews, participatory observation, and documentation of digital marketing materials. Findings indicate that digital marketing decisions are affected by internal factors such as digital literacy, data analysis capabilities, content creativity, and management capacity, as well as external factors including infrastructure, internet access, consumer characteristics, and logistics. MSMEs that align their digital strategies with internal capacities and external challenges demonstrate higher marketing effectiveness, including improved product visibility, consumer engagement, and sales. Adaptive strategies applied, such as collaboration with local influencers, daily promotion packages, educational content, flash sales, and posting frequency adjustments, reflect the MSMEs’ ability to overcome resource limitations. This study expands the literature on digital marketing and information systems by presenting a contextualized decision-making model for MSMEs in remote areas while providing practical implications for MSME actors, policymakers, and supporting institutions.
Analisis Proses Pengambilan Keputusan Pemasaran Digital pada Pelaku UMKM di Papua Jusmawati Jusmawati; Siti Nurhayati; Andrian Sah
Indo Green Journal Vol. 4 No. 2 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i2.217

Abstract

This study aims to analyze the digital marketing decision-making process of MSME actors in Papua and identify factors influencing their marketing strategies. A qualitative case study approach was employed, combining semi-structured interviews, participatory observation, and documentation of digital marketing materials. Findings indicate that digital marketing decisions are affected by internal factors such as digital literacy, data analysis capabilities, content creativity, and management capacity, as well as external factors including infrastructure, internet access, consumer characteristics, and logistics. MSMEs that align their digital strategies with internal capacities and external challenges demonstrate higher marketing effectiveness, including improved product visibility, consumer engagement, and sales. Adaptive strategies applied, such as collaboration with local influencers, daily promotion packages, educational content, flash sales, and posting frequency adjustments, reflect the MSMEs’ ability to overcome resource limitations. This study expands the literature on digital marketing and information systems by presenting a contextualized decision-making model for MSMEs in remote areas while providing practical implications for MSME actors, policymakers, and supporting institutions.
Integrasi SERVQUAL dan MAIRCA untuk Evaluasi Pelayanan Administrasi BPJS di Rumah Sakit Marthen Indey Mursalim Tonggiroh; Gracelia Putri Blandina Moruk; Andrian Sah; Siti Nurhayati; Jusmawati Jusmawati
ANTHOR: Education and Learning Journal Vol 5 No 4 (2026): Anthor 2026
Publisher : Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/anthor.v5i4.1185

Abstract

Pelayanan administrasi BPJS Kesehatan pada poliklinik memengaruhi kelancaran akses pasien terhadap layanan medis. Rumah Sakit Marthen Indey belum memiliki mekanisme evaluasi terkomputerisasi yang mengukur kesenjangan kualitas layanan sekaligus menentukan prioritas perbaikan. Penelitian ini bertujuan mengembangkan sistem pendukung keputusan dengan mengintegrasikan metode SERVQUAL dan MAIRCA. Data dikumpulkan melalui observasi, wawancara, dan kuesioner kepada 30 pasien BPJS pada Juni 2026. Instrumen terdiri atas 40 pertanyaan yang mewakili delapan aspek pelayanan dan lima dimensi SERVQUAL. SERVQUAL digunakan untuk menghitung selisih persepsi dan harapan, sedangkan MAIRCA digunakan untuk menghasilkan urutan prioritas perbaikan berdasarkan nilai kebutuhan dan bobot dimensi. Seluruh aspek memperoleh nilai gap negatif. Sistem antrean menghasilkan gap terbesar, yaitu -0,94, dan kebutuhan perbaikan 0,94. Hasil MAIRCA menempatkan sistem antrean pada peringkat pertama dengan total gap 0,000000, diikuti penerbitan SEP sebesar 0,044928 dan verifikasi berkas BPJS sebesar 0,060035. Seluruh 21 skenario pengujian fungsional berhasil dan hasil perhitungan sistem sesuai dengan perhitungan manual. Sistem mendukung evaluasi pelayanan secara objektif, terukur, dan sistematis.
Co-Authors Gracelia Putri Blandina Moruk Jusmawati Jusmawati Mursalim Tonggiroh Siti Nurhayati